Advertiser mobile audit report

This paper audits the uptake of mobile with the purpose of inspiring greater and better understanding of mobile content in a context of increased mobile use.
  • In 2014 Mobile Display Advertising in Europe grew by 72.7% and consumer use of mobile devices is increasing with 61% of consumers in Europe now using a smartphone.
  • IAB Europe collaborated with nine national IABs in Europe to audit the top media spending automotive and retail advertisers in the local markets.
  • The majority of retail brands in Europe have a mobile optimised/responsive website; over half have a transactional mobile site, but only a quarter have a transactional app.
  • More automotive brands are using display advertising for branding purposes than retail brands (25% vs 18%)....

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